Executive Summary
The purpose of this study was to analyze consumer perceptions of three brands of body lotion and how these perceptions were affected by magazine advertisements for each of the three brands. The three brands of body lotion considered for this study were Vaseline, Aveeno, and Olay.
Data was collected via an online survey and was completed by 80 respondents. The data was later imported to SPSS for statistical analyses. Results were tested for significance to determine whether results could be projected to the population.
Based on Brand Index scores Aveeno was the most positively perceived brand, followed by Olay and Vaseline. Participants of this survey however, seemed to respond most favorably to the Vaseline advertisement and least favorably to the Aveeno ad. This survey indicates there is little relation between how respondents rated brand attributes and what they thought of each brand.